One of the key themes I saw popping up in 2009 was the need for market researchers to communicate insights instead of information (or even worse: data). I've been at a number of events where this was discussed and I followed multiple discussions in market research groups like for example Next Generation Market Research (NGMR) on LinkedIn. Personally I added to this discussion by publishing a report called The Marketing Of Market Research - Successful Communication Builds Influence.
The general consensus is that market researchers should stay away from elaborating on the research methodology and presenting research results with many data heavy slides and graphics. Instead, they should act more like consultants: produce a presentation that reads like an executive summary (maximum 20 slides or so) and starts with the recommendations. The presentation should show the key insights gained from the project, cover how these results tie back to business objectives, include alternative scenarios and advice on possible next steps.
However, another consensus from the conversations is that not all market researchers are equally well equipped to deliver such a presentation, where they're asked to translate data into insights, come up with action items, and tell a story. Most participants in the discussions agreed with the statement that the majority of market researchers still feels most comfortable when they present research outcomes (aka numbers).
This week, Forrester released the 'new and improved' Social Technographics. Over two years ago we introduced Social Technographics, a way to analyze your market's social technology behavior. In these years we've seen that with the rapid pace of technology adoption, the rungs on the ladder have shown steady growth, with some (like Joiners) growing faster than others (like Creators). In these years we have helped clients understand the social media uptake of their customers with data for 13 countries, and for various segments and brands. But, in the past year we did feel we missed out on something: Twitter.
As you can see from the graphic, we added a new rung, "Conversationalists". Conversationalists reflects two changes. First, it includes people who update their social network status to converse (both in Facebook as twitter). And second, we include only people who update at least weekly, since anything less than this isn't much of a conversation.
Lately, there are so many cool Infographics popping up, with lots of global information. Yesterday I shared a link to an infographic from the World Bank. Today, you'll find a link to a tool from the United Nations Development Programme.
By now, most of you know my love for infographics. A colleague recently pointed me to this great tool of the world bank: The World Bank Data Visualizer.
It has it all: data for 209 different countries, trending, and customizable axes. This is a great tool for everyone who's doing global research and wants to know more about the countries researched, and how they relate to each other.
Recently I was asked by Research Magazine to contribute to an article about market research in 2010. The caveat: I was only allowed ONE word to describe what I saw as the most important change, trend or force affecting market research in 2010.
Earlier we shared with you our excitement around our newest addition to the countries we now cover with Forrester Technographics: Latin America. For the ones less familiar with our Technographics offering, please see the text below the graphic.
Recently the data for LATAM came out of the field. Questions we cover include: How large is the PC market in Mexico and Brazil? What brand of PC have consumers purchased most recently? How are PC owners using their PCs?
Please find below some data on PC ownership in Brazil:
The PC markets in Mexico and Brazil are fairly well established, with at least half of consumers owning at least one PC in the home. Interestingly, almost half of the consumers in the low socioeconomic level in Brazil (C1C2) own at least one PC, in contrast to only one-quarter in Mexico (D+).
Just after X-mas there were a lot of tweets about the news that Amazon.com had sold more ebooks at Christmas day than real books, as a result of the Kindle being the most gifted item in Amazon's history.